Morning Mood Jars
TRIBE ran a creator campaign for Nutella's Morning Mood Jars in which 15 creator posts drew 9,383 likes and comments across 485,531 combined followers.
Case in 60 seconds
Nutella needed people to understand that Morning Mood Jars were labelled by mood rather than sold as a standard jar, and a label distinction of that kind is hard to convey through packaging alone.
The campaign appears to turn on mornings being a shared and legible moment, because a mood label only reads as meaningful when somebody shows the specific morning it matches and then names a person it would suit.
The organizing thesis was gifting rather than consumption, asking creators to answer what makes them smile in the morning and to point the jar at a friend or family member whose morning mood fits the label.
TRIBE briefed creators to submit posts celebrating Nutella Morning Mood Jars, showing how the jars add delight to a day and encouraging others to gift a jar to friends and family with the label that suits their morning mood best, producing 15 Creator Posts.
TRIBE reports 15 Creator Posts reaching 485,531 Combined Followers, with 9,383 Likes and Comments, Engagement of 1.93% and an Average CPE printed as 0.20, $0.26 and 0.36.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Partners
- TRIBE (lead_agency)
Participation mechanic
- Creators submitted posts to the brief, answering what makes them smile in the morning and prompting their own audiences to gift a jar carrying the label that suits somebody else's morning mood.
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| average cost per engagement | Average CPE 0.20 $0.26 0.36 | engagements |
| combined followers | Combined Followers 485,531 | performance |
| creator posts | Creator Posts 15 | content_pieces |
| engagement rate | Engagement 1.93% | engagement_rate |
| likes and comments | Likes & Comments 9,383 | performance |
Why TRIBE's strategy worked
- 1
A product variant defined by a label rather than a formulation benefits from creator demonstration, because the difference lives in interpretation and needs somebody to model the interpretation before it reads as a difference.
- 2
Briefing creators to nominate a recipient rather than to describe a product gives each post a named subject, which appears to be why the comments respond to the mood labels rather than to the spread itself.
- 3
A run of 15 posts against 485,531 combined followers indicates the campaign was cast for a mid-sized creator pool rather than for reach scale, so engagement rate carried the case rather than audience size.